Impact of viewer perception on effectiveness of couple image sex appeal advertisements
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Impact of viewer perception on effectiveness of couple image sex appeal advertisements Document Transcript

  • 1. European Journal of Business and Management www.iiste.orgISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)Vol 4, No.1, 2012 Impact of Viewer’s Perception on Effectiveness of Couple Image Sex Appeal Advertisements P. Shanthi1* Dr.S.Thiyagarajan2 1. Asst. Prof. Department of Commerce, Guru Nanak College, Chennai-600042, Tamilnadu, India. 2. Asst.Prof. Department of International Business, Pondicherry University, R.V. Nagar, Kalapet, Puducherry-605014, Tamilnadu, India. * E-mail of the corresponding author: shanthiparasuraman@gmail.comAbstractThe present study examined the ‘Influence of Youth’s general perception towards use of sex appeal inadvertisements on effectiveness of Advertisements using varying degree of intimacy between coupleimages as a tool for promotion. General Linear Model MANOVA was applied and results indicate thatperception influences the effectiveness of Advertisements at multivariate level. At univariate level theinfluence proved significant for Wild and Mild stimuli not for moderate appeal.Keywords: Perception, Couple Image sexual stimuli, Advertisement Recognition, Brand Recall, TVAdvertisements.1. IntroductionThere is a visible trend which can be observed even by a lay man in the mainstream Indian advertising, i.e.,projecting sexy models quantitatively in commercials irrespective of the relevance of the product or serviceadvertised. This ongoing trend gained not only eyeballs but controversy as well. According to ASCI,Complaints for deodorant advertisements using sex appeal have been high in the last two years and recentlythe information and broadcasting ministry has ordered the Advertising Standards Council of India (ASCI)to take action against some deodorant advertisements which found to be obscene and also orderedtelevision channels to take down several deodorant ads that it finds offensive and overtly sexual portrayalof women. India is a potential growing market for international marketers as it has the largest youth marketwith significant disposable income. Youngsters in India have been seen as an adult of mixed properties likedynamism, vulnerability, idealism and fun seeking. Exploring How far advertisers successful in reachingout the target young adults with their brands by using sex as a tool in the noisy environment and youth’sperception towards the ongoing trend of application of sexual themes as a communication strategy inmainstream advertising and its influence on the effectiveness of advertisements will be of immense help forinternational advertisers to decide to what degree and form of sex appeal will turn up their targets to brandusers.2. Review of LiteraturePrevious decade paved way for an increase in sexual stimuli advertisements in number and content. Thiswas very well augmented by the advertisers (Wise, King & Merenski, 1974; Soley et al., 1986; Soley &Reed, 1988; Severn, Belch & Belch, 1990; Reichert et al., 1999, Kilbourne, 2005). Researchers identifiedSuggestive behavior, Interaction, Nudity and factors like Setting, Context are some of the forms of sexualappeal. Sex appeals can be defined as message in sense of brand information or an appeal in any contextwhich are associated with sexual information (Reichert et al., 2001). Sex appeal is also defined as theamount of nudity or sexual lucidity (ibid). Sex appeal is defined as sexual presentation of a product orservice with the sexual motives or the exploitation of the female or male body (Richmond and Hartman,1982. According to Shimp (1993) using sexual components to increases attention, interest, involvement orrecall of the message can be qualified as sexual appeal. Sexiness of clothing, amount of sexual imagery,body language, wording, and amount of nudity, were perceived sexiness (Goodrich, 1999). 11
  • 2. European Journal of Business and Management www.iiste.orgISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)Vol 4, No.1, 2012Studies on Sexual appeal showed mixed result. Sex appeal is more engaging, involving, interesting,entertaining, attention grabbing, favourable and original than non sexual ads (Bello et.al., 1983, Dudeley,1999; Jude & Alexander, 1983; Severn, Belch & Belch 1990, Reichert & alvaro,2001; Reichertet.al.,2001). Sexual stimuli had led to increased attention and recognition which was validated withempirical evidences by various researchers (Vezina and Paul, 1997, Chestnut et al, 1977, Reid & Soley,1981, 1983, de Pelsmacker and Geuens, 1998; Lombardot, 2007; Manceau and Tissier-Desbordes, 2006).(Groza, Nicoleta and Cuesta, Jordi Fernandez, 2011) reported that positive feelings towards sex appealAdvertisements generate sexiest humour and perceived as funny, harmless, credible and less offensiveThere are equal numbers of studies on negative effect of sexual appeal. Steadman (1969) found that Sexappeal may act as detractor deviating the viewer from brand which may result in lower brand recall andgenerate poorer product and manufacturer perceptions, this effect is multiplied if the sexual explicitness isnot matched well with product advertised (Peterson and Kerin (1977), Alexander and Judd, 1978; Grazer &Keesling, 1995; Judd & Alexander, 1983; Reichert & Alvaro, 2001; Weller et al., 1979).2.1 Perception towards Sexual Appeal in AdvertisementsResearch showed that there is a predominant opinion among viewers, particularly among females, thatthere is an undue use of sex appeal in advertisements (Wise, King and Merenski 1974, Treise and weigold,1994, Raghbir Singh and Sandeep Vij, 2007, Wise, King and Merenski 1974). It was found that femalesseem to find interaction between couples as sexual but physical description of the model was sexual formales (Reichert and Ramirez, 2000). Asian countries seem to be more conservative than US with respect tonudity in advertisements (Frith and Mueller, 2010) but contrary to this, (Fang Liu, Hong Cheng and JianyaoLi, 2009) reported that Chinese consumers hold similar perception towards sex appeal Advertisements asUS consumers and even more favourable perception than Australian consumers.Marketers often emphasizeon sexuality and physical attractiveness in an attempt to sell products (Fox, 1996). According to Shimp(2003) sex appeal has found more patronage from the advertisers because sex appeal acts as an initialattention to lure the ad, which is referred to as the stopping power of sex (Yovovich 1983). It also heightensthe ability of the viewer to recall the message advertised as sex is arousing, easy to relate, emotionallyinducing, and most of all memorable, which in turn can create stimulation and desire for the product(Bumler 1999). Sex sells, if tastefully done and it sells at the consequence of the controversy (Treise andweigold, 1994). Indian consumers are more receptive and responsive to appeal which they can relate totheir senses (Anil Mishra, 2009). Furthermore, it was found that Males perceived fascinating factor as moreimportant in the advertising appeal than the females but when it comes to sensational factor both perceivedit to be more important. Recently, (Tuhin Chattopadhyay, 2010) established that many Indian teenage boys’motives for their purchase decisions are emotional and their feelings about a brand are more important thanknowledge of its features or attributes.Apt usage of sexual appeal will lead to more positive effect than non sexual appeals (Heckler et al., 2001).Individuals not only prefer provocative sexual stimuli in ads in general (Pope et al., 2004) but also show afavourable response and intention to purchase (Grazer et al., 1995). Peterson and Kerin (1977) found thatseductive or decorative model was perceived most favourably by all respondents than nude model who wasperceived as least appealing and the product of lower quality and the company as least reputable. Overt sexappeal is less effective to non sexual appeal in brand and appeal evaluation (Steadman, 1969, Courtney &Whipple, 1983). Use of high sexual theme in print advertisement was not well received and was viewed asless ethically correct than use of a mild sexual version of the advertisement (Henthrone and LaTour, 1994).Researchers have seen the effect of sex appeal on Ad effectiveness and gender difference in responses todifferent degrees of sex appeal (Belch et al., 1981, Jude & Alexander,1983; LaTour, 1990, LaTour &Henthrone,1993; Peterson & Kerin,1977; Sciglimpaglia et al., 1979, Simpson et al., 1996; Smith,Haugtvedt, Jadrich &Anton, 1995, Henthorne et al., 1990; Elliott et al., 1995; Jones et al., 1998; Fisher &Byrne,1978; Rubinsky, Eckerman, Rubinsky & Hoover, 1987,Orth and Holancova, 2004; Se Hoon Jeongand Yoo Ri Hwang, 2005, Putrevu, 2008; Sengupta and Dahl, 2008) or under conditions like low / highinvolvement , low / high Need for cognitions (Severn et al., 1990, Sanjay Putrevu., 2008), low / higharousal (LaTour, Pitts and Snook-Luther,1990). Prior studies have explored perception as a response 12
  • 3. European Journal of Business and Management www.iiste.orgISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)Vol 4, No.1, 2012(dependent) variable and sex appeal in ad stimuli as Independent variable. Not much research work hasbeen reported where influence of perception towards use of sex appeal in TV advertisements on Adeffectiveness with reference to India. It is worth citing note here that after studying the television images ofwomen, (Malhotra & Rogers, 2001) found that the images are more openly sexual and did not match thereality of women‘s bodies in India. Majority of college boys and girls are of in the opinion thatadvertisements are not representative of the personality of Indian women as women in advertisementsattired in western clothes and do not depicts Indian culture (Aruna, Nidhi Kotwaland Shradha Sahni,2008).These Gen Y college students seems to more sensitive to the use of certain appeals like sex (Maciejewski,2004). Interestingly, men like appeals using sexy woman regardless of their moral pre-disposition (ibid)where as women reacted tensed seeing such image (Lambiase and Rechiert, 2003). To conclude, the use ofsexual appeal in advertising continuous to be a controversial topic and it is evident from the variability ofthe previous studies’ findings. Though researches have contributed much on this topic yet little agreementhas been reached concerning the appropriateness and effectiveness of sex appeal used in Advertisements.The lack of consensus creates space for researchers to explore the effect of sex appeals in advertisements.The current study tries to fill in the gap by studying the influence of perception towards use of sex appeal inTV advertisements on advertisement effectiveness with reference to India.3. MethodologyAfter reviewing the past research studies it was found that most of the effectiveness studies of sex appealhave opted stimuli containing the print image of sexy female or male model fully clothed, partially clothedor nude. Only few researchers (Fisher & Byrne,1978; Rubinsky, Eckerman, Rubinsky & Hoover, 1987,Severn et al., 1990; Smith et al., 1995, Reichert et al., 2001) have taken couple images as experimentalinstrument. Literature shows there are significant amount of research studies conducted on the effect of sexappeal, most of them are western studies and few studies have been done in China & Korea. Not manystudies have looked at the influence of perception towards use of sexual appeal in advertisements on Adeffectiveness incorporating full TV commercials showing couples (Low degree of intimacy with partiallyclothed / mild sex appeal and high degree of intimacy with less clothed / wild sex appeal) as stimuli that tooin Indian context. Hence, generalizing the results of previous studies to India will make less or no sense.All the above lead this study to look at the Influence of perception towards use of sexual appeal inadvertisements in general on Ad effectiveness incorporating couple images containing varying degree ofintimacy and nudity as stimuli in order to fill up the gap found in literature.3.1 ‘Perception’ ‘Effectiveness’ ‘Recognition & Recall test’Perception towards usage of sex appeal in advertisements is measured on a 5 point Likert scales usingstatements relating to attractiveness, acceptance level, reachability, receptiveness and persuasion(Impulsive/boycott brands) of sex appeal. Advertising Effectiveness is a degree to which an advertisementachieves its much-needed objective of reaching the eyeballs and catching the target minds. Hence, thisstudy adopted Ad Recognition and Ad (Brand) recall tests to quantify effectiveness of an Ad The reason foropting Ad Recognition and Ad (Brand) recall tests measures is not only because these measures are usedwidely in advertisement appeal studies but also accepted as most reliable metrics (Steadman, 1969,Chestnut et al., 1977, Reid & Soley, 1981, Richmond & Hartman., 1982, Courtney and Whipple., 1983,Tinkham & Reid, 1988, Severn et al., 1990). To conduct recognition Test the participants are shown anAdvertisement and asked whether he / she remember seeing it and can remember any of its salient pointsand as part of recall test the participants are asked to recall the Ad or brand name.3.2 Selection of Ad StimuliAdvertisements used in the study were selected at Random. As a first step in selection of ADs, all theCouple Image Sexual appeal ADs aired in popular channels, for a four week period (December 2010), werepooled. These pooled commercials were later shown to a small group of 30 respondents and were asked torate these ADs, on a five point scale, on the basis of Intimacy and Nudity. All ADs with mean score of 4and above were grouped as Wild Appeal, ones with a mean score of 3 to 4 were grouped as Moderate and 13
  • 4. European Journal of Business and Management www.iiste.orgISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)Vol 4, No.1, 2012the ones with a mean score of 2 to 3 were grouped as Mild appeal. One AD was selected at random fromeach cluster or group and these were the 3 Ads (Ref Figure 1, 2 & 3) used for the final study.3.3 Method of Data CollectionData were collected form 350 respondents collected from in and around Chennai City by employing a non-probability sampling method. But the final sample for the study was 280 and a structured Interviewschedule was the instrument used for data collection. To encourage the respondents to give true response,they were met at their homes, office cabins and college class rooms (after office or college hours with thepermission of the officials or staffs) to create the much needed privacy and feasible experimentenvironment for the study. In the first half an hour session the respondents were asked to reveal theirgeneral perception towards sexual appeal in advertisements. Perception was measured on a 5 point Likertscale which had a reliability of 0.793. In the next 20 minutes, the selected ADs’ (3 in number) brands wereconcealed and were played with a help of Laptop and Projector to the respondents after which they wereasked to recognise the AD and recall the AD with the brand. Based on these tests results Effectivenessscore were derived. MANOVA Multivariate Analysis of Variance was used to see the influence ofperception on different sexual stimuli ADS. An average customer is exposed to many types and level ofstimuli that was why this methodology was adopted for the study.4. Findings and Discussion4.1 Perception towards Sexual Appeal in TV CommercialsTable 1 is about the frequency of the respondents’ perception towards sexual appeal in advertisements andhow the sample is distributed between favorable not so favorable categories. From the table 1 it can be seenthat 60.7% of the respondents have a favourable perception towards sexual stimuli advertisements inTelevisions. Advertisers can take this as a positive sign as majority of the young respondents are liberalstowards these types of advertisements there will be less resistance for sex appeal advertisements andadvertisers can effectively use sexual stimuli to promote their products.4.2 Effectiveness of Sexual Appeal in TV CommercialsTable 2 is about the effectiveness of Wild, Moderate and Mild sex appeal TV commercials among therespondents. It can be seen that from that table that Wild sexual appeal advertisements is effective among29.6% of the respondents, Mild sexual appeal advertisements is effective among 16.8% of the respondentswhile Moderate sex appeal advertisement is effective among an overwhelming 53.9% of the respondentssignaling that moderate appeal Advertisements reach better than the Wild and Mild ones.4.3 Impact of Perception on Couple Image Sexual Appeal TV AdvertisementsGeneral Linear Model MANOVA was applied to study the effect of Perception on Effectiveness ofdifferent Couple Image Sexual Appeal.HO1 There is no influence of perception on Effectiveness of Sex Appeal AdsFrom Table 3 it can be said HO1 is not supported, there is an influence of Perception on Effectiveness at themultivariate level. The interesting finding is that Perception has an influence on Wild and Mild appeals butit has no influence on Moderate appeal at Univariate level. The empirical evidence of this study indicatethat people those who perceive sex appeal more favourably in general will likely to exhibit more favourableresponses regardless of the level of sexual appeal in the advertisements. This is evident as the mean scoresof the high perception group in all three cases are more than the low perception group. This is in turnthrows up an important message to the advertisers that standardizing the message strategy using sex appealmight be effective and elicit positive responses among the favourable group but the same might becounterproductive with the unfavorable group. To eliminate such risk advertisers can use moderate sexappeal in their promotional announcements, which is found to be effective among audience irrespective oftheir perceptional differences (Ref means scores).5. Conclusion 14
  • 5. European Journal of Business and Management www.iiste.orgISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)Vol 4, No.1, 2012The current study has explored the Perceptional difference among youth and from the results, it can be saidthat majority of the respondents have a favourable perception towards sexual stimuli in advertisements. Ingeneral, sex appeal Advertisements are effective among the respondents, more specifically, Moderate sexappeal is more effective when compared to Wild and Mild ones. Perception seems to have an influence onthe Effectiveness of sexual stimuli advertisements. Therefore, the success of the advertisements not onlylies in the careful planning and creative execution of the message content but also depends on the audienceto whom it has been targeted. Responsibility of the advertisers goes beyond designing an Advertisementcampaign in country like India, where conservative mentality and liberal perception prevail simultaneously.From the results it can be concluded that Perception has an influence on the Effectiveness of differentcouple image sexual stimuli. Success of a Sexual Stimuli lies on the Perception of the customers to Ads.Favorable perception may lead to higher effectiveness of the stimuli and vice versa. Therefore marketershave to concentrate on the perception of the customers before constructing the stimulus.ReferencesAlexander, M.W. & Judd, B.B. (1978), “Do Nudes in Ads Enhance Brand Recalls?”, Journal ofAdvertising Research 18(1), 47–50.Anil, Mishra. (2009), “Indian Perspective about Advertising Appeal”, International Journal of MarketingStudies 1(2), 23-34.Aruna, Kotwal, N. & Sahni, S. (2008), “Perception of Adolescents regarding Portrayal of Women inCommercial Advertisements in TV”, Journal of Social Sciences 17(2), 121-126.Cheng, H., Liu, F. & Li, J. (2009), “Consumer Responses to Sex Appeal Advertising: A Cross-CulturalStudy”, International Marketing Review 26(4), 501-520.De Pelsmacker, P., Geuens, M. & Anckaert, P. (2002), “Media Context and Advertising Effectiveness: TheRole of Context Appreciation and Context-Ad Similarity”, Journal of advertising 31(2), 49-61.Dudley, S.C. (1999), “Consumer Attitudes towards Nudity in Advertisements”, Journal of marketingtheory and practice 79(4), 89-96.Fisher, W.A. & Byrne, D. (1978), “Sex Differences in Response to Erotica? Love versus Lust”, Journal ofpersonality and social psychology 36(1), 117-125.Frith, K. & Mueller, B. (2006), “Advertising and Gender Representation”, in Advertising and Societies:Global Issues (2nd edition), New York: Peter Lang, pp. 13-24.Grazer, W.F. & Keesling, G. (1995), “The effect of print advertising’s use of sexual themes on brand recalland purchase intention: A product specific investigation of male responses”, Journal of Applied BusinessResearch 11(3), 47-58.Groza, Nicoleta. & Cuesta, Jordi Fernandez. (2011), “Sexist Humour in Advertising: Just A Joke orMarketing Strategy?”, International Journal of Arts and Technology 4(1), 61-73.Jessica Severn., George E. Belch. & Michael A. Belch. (1990), “The Effects of Sexual and Non – SexualAppeal and Information Levels on Cognitive Processing and Communication Effectiveness”, Journal ofAdvertising 19(1), 14-22.Macieijewski, J.J., (2004), “Is The Use of Sexual and Fear Appeals Ethical? A Moral Evaluation byGeneration Y College Students”, Journal of current issues and research in advertising 26, 97-105.Malhotra, S. & Rogers N. (2001), “Changing female images revolution”, in Singhal, A. and Rogers,E.M.(eds), India’s Communication Revolution: From Bullock Carts to Cyber Marts (6th edition), NewDelhi: Sage, pp. 124.Putrevu, S. (2008), “Consumer Responses toward Sexual and Nonsexual Appeals: The Influence ofInvolvement, Need For Cognition and Gender”, Journal of Advertising 37(2), 57-69.Reichert, T. & Lambiase, J. (1999), “Beef Cake or Cheese Cake? No Matter How You Slice It SexualExplicitness in Advertising Continues”, Journalism and mass communication quarterly 76, 7-20. 15
  • 6. European Journal of Business and Management www.iiste.orgISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)Vol 4, No.1, 2012Reichert, T. & Ramirez, A (2000), “Defining Sexually Oriented Appeals in Advertising: A GroundedTheory Investigation”, Advances in consumer research 27(1), 267-273.Richmond, David. & Timothy P. Hartman. (1982), “Sex Appeal in Advertising”, Journal of Advertisingresearch 22(5), 53-61.Robert A. Peterson. & Roger A. Kerin. (1977), “The Female Role in Advertisements: Some ExperimentalEvidence”, Journal of marketing 41(4), 59 –63.Sciglimpaglia, D., Belch, M.A. & Cain, R.F. (1979), “Demographic and Cognitive Factors InfluencingViewers Evaluations of Sexy Advertisements”, Advances in consumer research 6, 62-66.Sengupta, J. & Dahl, D. (2008), “Gender Related Reactions to Gratuitous Sex Appeal in Advertising”,Journal of consumer psychology18, 62-78.Shimp, T.A. (2003), Advertising, promotion & Supplemental Aspects of integrated marketingCommunications (6th edition), USA:Thomson –South Western.Simpson P., Horton S. & Brown G. (1996), “Male Nudity in Advertisements: A Modified Replication andExtention of Gender and product Effects”, Journal of the Academy of Marketing sciences 24, 257-262.Singh, Raghbir. & Vij, Sandeep. (2007), “Socio-Economic and Ethical Implications of Advertising - APerceptual Study”, International Marketing Conference on Marketing and Society, April 8-10, IIMK.Soley, L. & Kurzbard, G. (1986), “Sex in Advertising: Comparison of 1964 and 1984 magazineadvertisements” Journal of Advertising 15(3), 46-54 & 64.Soley, L. & Reid. L. (1988), “Taking It Off: Are Models in Magazine Ads Wearing Less?”, Journalism andMass Communication Quarterly 65, 105-110 & 131.Tai, Susan H.C. (1999), “Advertising Ethics: The Use of Sexual Appeal in Chinese Advertising”, TeachingBusiness Ethics 3(1), 87-100.Tissier-Desbordes, E. & Manceau, D. (2002), “Female Nudity In Advertising: What Do French WomenThink”, in Maclaren P. & Tissier-Desbordes E.(eds), Proceedings of 6th Conference on Gender, Marketingand Consumer Behaviour, Association for Consumer Research, June 27-29, Dublin, pp. 85-104.Tom, Reichert., Susan, E. Heckler. & Sally, Jackson. (2001), “The Effects of Sexual Social MarketingAppeals on Cognitive Processing and Persuasion”, Journal of Advertising 30(1), 13-27.Treise, D. & Weigwold, M.F. (1994), “Ethics in Advertising: Ideological Correlates of ConsumerPerceptions”, Journal of advertising 23(3), 59-69.Tuhin, Chattopadhyay. (2010), “The Effects of Message Strategy and Execution Framework on TeenageBoy’s Processing of Print Advertisements in India. International Journal of Business Science and AppliedManagement 5(2), 18-28.Weller, R.B., Roberts, C.B. & Newhaus, C. (1979), “A Longitudinal Study of The Effect of Erotic Contentupon Advertising Brand Recall”, Current Issues and Researches in Advertising 1, 145-162.Wise, Gorden L., Alan L. King. & Paul Merenski, J. (1974), “Reaction to Sexy Ads Vary WithAge”, Journal of Advertising 14(4), 11-16.Yovovich, B.G. (1983), “Sex in Advertising: The Power and the Perils”, Advertising Age 54(19), 12-15. Table 1 Perception towards sexual appeal in TV commercials Perceptional Group Frequency Percentage Favourable 160 60.7 16
  • 7. European Journal of Business and Management www.iiste.orgISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)Vol 4, No.1, 2012 Not so favourable 110 39.3 Total 280 100.0 Table 2 Effectiveness of sexual appeal TV commercials Frequency Percentage Frequency Percentage Frequency Percentage Effectiveness Wild Moderate Mild Effective 83 29.6 151 53.9 47 16.8 Not so effective 197 70.4 129 46.1 233 83.2 Total 280 100 280 100 280 100 Table 3 Effect of Perception on Couple Image Sexual AppealsCouple ImageSexual Appeal Perception Mean Effect Value F Sig. Low 1.01 Pillais Trace .672 188.501 .000Wild Appeal High 1.32 Wilks Lambda .328 188.501 .000 Intercept Total 1.18 Hotellings Trace 2.049 188.501 .000 Low 1.67 Roys Largest Root 2.049 188.501 .000Moderate High 1.86 Pillais Trace .048 4.606 .004Appeal Total 1.78 Wilks Lambda .952 4.606 .004 Low .45 Perception Hotellings Trace .050 4.606 .004Mild Appeal High .92 Roys Largest Root .050 4.606 .004 Total .71 Table 4 Tests of Between-Subjects Effects (Individual effect) Tests of Between-Subjects Effects (Individual effect) Dependent Type III Sum of Source Variable Squares df Mean Square F Sig.Corrected Model Wild 6.744 1 6.744 4.391 .037 Moderate 2.484 1 2.484 1.353 .246 Mild 15.356 1 15.356 13.519 .000Intercept Wild 374.602 1 374.602 243.905 .000 Moderate 860.055 1 860.055 468.501 .000 Mild 130.556 1 130.556 114.934 .000 17
  • 8. European Journal of Business and Management www.iiste.orgISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)Vol 4, No.1, 2012Perception Wild 6.744 1 6.744 4.391 .037 Moderate 2.484 1 2.484 1.353 .246 Mild 15.356 1 15.356 13.519 .000Error Wild 426.966 278 1.536 Moderate 510.341 278 1.836 Mild 315.787 278 1.136Total Wild 825.000 280 Moderate 1395.000 280 Mild 474.000 280Corrected Total Wild 433.711 279 Moderate 512.825 279 Mild 331.143 279a. R Squared = .016 (Adjusted R Squared = .012)b. R Squared = .005 (Adjusted R Squared = .001)c. R Squared = .046 (Adjusted R Squared = .043) 18
  • 9. European Journal of Business and Management www.iiste.orgISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)Vol 4, No.1, 2012 Figure 1. Wild Ad Stimulus Used in the Study 19
  • 10. European Journal of Business and Management www.iiste.orgISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)Vol 4, No.1, 2012 Figure 2. Moderate Ad Stimulus Used in the Study 20
  • 11. European Journal of Business and Management www.iiste.orgISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)Vol 4, No.1, 2012 Figure 3. Mild Ad Stimulus Used in the Study 21